Down here in sunny Sydney, Christmas is pretty different – in a number of ways. It doesn’t really involve snowmen, fireplaces, mittens or knitted sweaters. And snow definitely doesn’t feature. Yes, for those of you that fell asleep in your geography lessons, living in the southern hemisphere means our festive season is in the middle of our summer. This has its benefits but I’ve always felt a little cheated as a child that I never experienced a white Christmas – I only ever get to see it in Christmas TV ads!
From what I hear from my fellow Sherry colleagues in London, the arrival of the John Lewis Christmas campaign seems to symbolize the start of the Christmas season there. Their newest video campaign is no exception and it has even reached us, in Sydney! British readers will already be aware of this but the talented designers and directors Yves Geleyn and Elliot Dear have worked with their UK-based production companies Hornet and Blinkink to produce the story of “The Bear & The Hare”. http://vimeo.com/78834424
Another winning campaign for one of Britain’s favourite stores. All that heartwarming stuff is nice but with a distinct lack of winter landscapes, snow flecked trees and wrapping up against the cold going on round this side of the world I have been looking around to see if anyone is using slightly different tactics to encourage shoppers to drop in – physically and virtually.
And I think I found it with upmarket London store Harvey Nichols’ ‘Sorry, I spent it on myself’ concept. This campaign hasn’t quite had the publicity of the national stores but the idea that spending less on others will allow you to buy more for yourself is refreshingly different – self-indulgent definitely, but very clever.
The website (http://www.harveynichols.com/sorry) shows options for smaller, Harvey Nichols branded gifts next to more expensive suggestions that you’re encouraged to buy for yourself! The video explains the theory and even shows the disappointment that you might encounter from recipients.
Overall, it’s a unique take on the present-giving dilemmas we all go through and as Christmas is always a bit different for us Australians, this kind of campaign would fit right in round here. When you can’t rely on snow, you have to get creative…